{"id":2119,"date":"2016-04-02T02:46:11","date_gmt":"2016-04-02T02:46:11","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2119"},"modified":"2016-04-02T02:53:05","modified_gmt":"2016-04-02T02:53:05","slug":"when-carlsberg-did-chocolate-bars","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/04\/when-carlsberg-did-chocolate-bars\/","title":{"rendered":"Chocolate Meet Pint:  When Carlsberg did Chocolate Bars"},"content":{"rendered":"<p><strong><em>This year Carlsberg has capitalised on the Easter public holidays which has primarily been dominated by the confectionary market.\u00a0 As their communication strategy moves up a gear we see the launch of \u201cif Carlsberg did Chocolate Bars\u201d.<\/em><\/strong><\/p>\n<h1>1) The new \u201cif Carlsberg did\u201d campaign<\/h1>\n<p>The slogan \u201cif Carlsberg did\u201d has seen <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.youtube.com\/results?search_query=if+carsberg+did\">a series of marketing communications<\/a><\/span> launched over the years, helping to strengthen and position the brand in consumers\u2019 minds but to show the connection the brand has with its consumers.<\/p>\n<p>Not only have they managed to do this again but they managed it with style and sass when they launched a giant chocolate pop up bar which was fixed to a wall of the Truman Brewery, Shoreditch for one day only.\u00a0 (Blackjack promotions and Talon Outdoor were responsible for the physical build of the bar).<\/p>\n<p>The ingenious idea of combining chocolate with a pint, was thought up by advertising agency Fold7 and Carlsberg\u2019s newsroom team, where they spared no expense with their one day stunt, pulling out all of the marketing stops with a paid media campaign run by media agency OMD UK and a strong social media strategy handled by The Marketing Store.<\/p>\n<p>They also went the extra mile when it came down to the detail.\u00a0 With a fully functioning chocolate bar, with a chocolate dartboard, chocolate bar stools and TV and of course to show that Carlsberg can indeed be part of the Easter celebrations, visitors to the pop-up pub were served a pint in of course, a chocolate Carlsberg glass!<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Wx9wc5gbQpo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1>2) Why Carlsberg chose Easter<\/h1>\n<p>Dharmesh Rana, the senior brand manager at Carlsberg UK, told <a href=\"https:\/\/www.prweek.com\/article\/1388724\/carlsberg-reveals-giant-chocolate-bar-easter-stunt\">PR Week<\/a>: &#8220;Easter is a big beer-drinking occasion for our consumers and this year, we wanted to do something a bit different.<\/p>\n<blockquote><p>&#8220;We knew that the British public love beer and chocolate, so we\u2019re delighted to bring them together to create probably the best bar there could be.<\/p>\n<p>&#8220;We pride ourselves on turning the ordinary into the extraordinary, and by creating a world-first chocolate bar, we feel that we\u2019ve done just that.&#8221;<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2125\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/carlsberg-chocolate-bar-the-branding-journal-1.jpg\" alt=\"carlsberg-chocolate-bar-the-branding-journal-1\" width=\"652\" height=\"435\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/carlsberg-chocolate-bar-the-branding-journal-1.jpg 652w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/carlsberg-chocolate-bar-the-branding-journal-1-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/carlsberg-chocolate-bar-the-branding-journal-1-380x254.jpg 380w\" sizes=\"auto, (max-width: 652px) 100vw, 652px\" \/><\/p>\n<h1>3) Impact on brand<\/h1>\n<p>With last orders being 5pm the Carlsberg bar was closed and those who were lucky enough to receive their free pint, could then relish in the tasty chocolate glass it came in \u2013 getting a real taste of the Carlsberg brand!<\/p>\n<p>What Carlsberg achieved through this well timed campaign is yet another great way to improve their brand experience.\u00a0 They\u2019re creating a great emotional connection with their consumers whilst also demonstrating how their marketing and branding strategies are completely aligned to complement each other.<\/p>\n<p>So what\u2019s next for Carlsberg?\u00a0 We don\u2019t know what they have planned behind those marketing doors, but what we do know is that it\u2019ll \u201cprobably be the best in the world\u2026\u201d<\/p>\n<p><em><strong>References:<\/strong> <\/em><a href=\"https:\/\/www.prweek.com\/article\/1388724\/carlsberg-reveals-giant-chocolate-bar-easter-stunt\"><em>PR Week<\/em><br \/>\n<strong><em>P<\/em><\/strong><\/a><strong><em>ictures from:<\/em><\/strong> <a href=\"https:\/\/www.adweek.com\/news\/advertising-branding\/ad-day-carlsberg-created-chocolate-bar-its-bar-made-entirely-chocolate-170401\">Adweek<\/a>,\u00a0<a href=\"https:\/\/www.prweek.com\/article\/1388724\/carlsberg-reveals-giant-chocolate-bar-easter-stunt\"><em>PR Week<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"This year Carlsberg has capitalised on the Easter public holidays which has primarily been dominated by the confectionary&hellip;\n","protected":false},"author":15,"featured_media":2126,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[424,4],"tags":[366,501,496,291,497],"ppma_author":[757],"class_list":{"0":"post-2119","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-experience","8":"category-news","9":"tag-carlsberg","10":"tag-chocolate-bar","11":"tag-communications","12":"tag-marketing","13":"tag-stunt","14":"cs-entry","15":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":424,"label":"Brand 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